By Hannah Herreid, Media Relations Specialist, Business Wire
Connecting with Mommy bloggers has a wide range of benefits. Bloggers provide influence and reach on a more personal level which can result in increased audience loyalty and a higher response rate. Mommy bloggers offer authenticity that can be hard to find at larger outlets.
Last week I attended the PRSA: Meet the Lifestyle & Family Bloggers in Manhattan. Four Mommy bloggers shared insight on the best ways to pitch, develop relationships and connect with bloggers of a similar demographic.
From left to right: Amy Oztan – Selfish Mom, Onica Cupido -The Mommy Factor, Jen Rabulan-Bertram -The Next Kid Thing, Nellie Acevedo – Brooklyn Active Mamma
Moderated By: Erica Saviano Tsioutas – Ketchum and Nicole Chismar – MSL Group, the speakers included Amy Oztan – Selfish Mom, Onica Cupido -The Mommy Factor, Jen Rabulan-Bertram -The Next Kid Thing, Nellie Acevedo – Brooklyn Active Mamma
Here are five takeaways from the panel.
Do Your Research: Not all bloggers are giveaway bloggers and not all bloggers have time to blog daily.
First and foremost, “Do Your Homework.” Thorough research is one of the most important aspects of reaching bloggers. Bloggers take pride in the topics they choose. They want to know that you are sincerely interested in what they care and write about. Like Amy Oztan from The Selfish Mom stated, “If I’m going to take the time to read your pitch, then I expect you to take the time to read what I write about.” This may seem obvious, but it can be overlooked when you’re in a time crunch. Make sure to take the time or wait until you have the time. Bloggers talk to each other, so don’t be the publicist who sent an irrelevant pitch.
Make a Genuine Connection: Mass emails are a thing of the past.
As we’ve heard time and time again, building relationships and contributing to valuable conversations are crucial for public relations. This theme still applies in reaching bloggers large and small. How do you achieve “Valuable” communication? Like any relationship, make an effort to connect and understand the person. Does the blogger have a son or daughter? What is their favorite hobby? Do they love engaging in conversations on Twitter? Find their touch points and make sure you touch on them. Like exercising, make an effort and you’ll see the results.
Be on Your Trend Game: Watch for holidays, social media, news, events, and pop culture.
Similar to larger media outlets, bloggers are interested in exclusivity and being topical. They want new stories to break on their blog; especially products, events or something that is trending in the digital realm. If your company news can correlate with an event or something that is trending, your chances of getting pickup are much higher. Be familiar with what’s happing in the social media world. It’s quick and easy to find what’s popular and what your bloggers are excited about. Like Nellie Acevedo from Brooklyn Active Mamma said, “Twitter gives life to the voices in my head.”
Create a Partnership: Lay out the benefits for everyone involved.
Many bloggers participate in brand ambassador programs as a way of getting paid, or for an opportunity to experience something interesting and new. Partnering with a blogger can be a simple way to gain awareness for your brand and an easy step to the start of a relationship. Make sure your communication with the blogger is clear and concise. Every detail should be laid out including: your final goals, frequency in posts and content of posts, as well as length, and parameters. If you don’t have the budget for a partnership, offer exclusive stories, product, or a guest post on your company website.
Gifting: Be straight forward and know what their tastes are.
If you want to gift a Mommy blogger, take a look at her social media and confirm that what you’re sending will be useful. If her kids are 10 and 12 do not send baby food samples. Send a note, and make sure to include your contact information and an end goal. For example: “Dear xx, I noticed you’ll be taking a trip to the Bahamas next week with your daughter, so I wanted to share these funky flip flops for fun in the sun. Feel free to tag us on Twitter and/or Instagram at @____ if you wear them. Have a wonderful vacation!” Keep in mind that if you’ve invited a blogger to an event, most bloggers will take car service over a “swag bag” any day.
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